Amazon Fresh is a triumph for the culture of instant gratification
The tech giant’s new same-day service offers convenience – and further proof of the obsolescence of values such as patience, hard work and self control
Bit of an odd thing to complain about though:
Traditionally, being able to delay gratification has been attributed to individual self-control, but more recent research suggests that it’s not quite that simple. In one study, participants were split into two groups. Children in the first group were given small boxes of crayons and promised larger boxes, which failed to materialise. Following that, they were given a sticker and told that a bigger selection was on its way. Again, the stickers never turned up. In the second group, the children were given the same promises, but they received the crayons and stickers as expected. Unsurprisingly, in the experimental part of the study, the children in the second group were more able to demonstrate impulse control in favour of a bigger reward later. It seems, therefore, that the ability to delay gratification is, at least in childhood, less a pure function of intrinsic personality, and more associated with beliefs about the world and how reliable promises of later rewards are likely to be.
So if it turns up when they say it will there’s no problem then?